Still, some experts think the idea isn’t so bad, since chocolate’s hardly the worst vice out there. “Look what they do with ads for alcohol,” says Chris Rosenbloom, associate dean for health and human sciences at Georgia State University. The key seems to be moderation. Bingeing on high-fat foods like chocolate may make you “happy, happy, happy in the short term, but sad, sad, sad in the long term when you weigh more,” says Julie Walsh of the American Dietetic Association. In other words, if you’re careful with the candy, you can get a happiness boost by stepping on the scale.